More than Just Lines on a Map: Best Practices for U.S Bike Routes
Transform Your Marketing: Master Your TOFU
1. IT’S TIME TO
TRANSFORM
YOUR MARKETING
Master Your TOFU:
Get Found Online
Reed Overfelt, CEO – FullQuota
Prepared by FullQuota on behalf of Microsoft
3. 12b 2.75b 2.25b
17 billion
searches are
conducted
every month.
SOURCE: COMSCORE, AUGUST 2010 Prepared by FullQuota on behalf of Microsoft
4. 46%
of daily searches are for
info on products or
services.
46%
Products
and Services
Prepared by FullQuota on behalf of Microsoft
5. 70% of the links search users
click on are organic – not paid.
“Which search result link
did you click on first?”
25%
PAID
70% ORGANIC
Prepared by FullQuota on behalf of Microsoft
6. of all organic clicks go
to the top three
27%
organic search results.
20%
13%
10% 9%
7%
5% 4%
3% 3%
1 2 3 4 5 6 7 8 9 10
Prepared by FullQuota on behalf of Microsoft
15. thinking like a
marketer or
advertiser…
Prepared by FullQuota on behalf of Microsoft
16. …START thinking
like a
publisher and
socializer.
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17. 1 Identify your
target buyer
persona!
Prepared by FullQuota on behalf of Microsoft
18. What business problems are they
trying to solve?
What are their
biggest concerns?
What do they need
most?
What do they want?
19. What kinds of information are they
typically searching for?
Top-notch blog
articles?
New market data?
Industry research,
reports & studies?
Educational content?
23. Things to look for…
1. Whitepaper or eBook: Compile three to five blog posts that discuss similar topics and combine them into a whitepaper
or eBook. You can also write a whitepaper or eBook based on a previous research study or data set.
2. Tip Sheet: Create a tip sheet that outlines how people could use your product or service to help them with their problem
or need. For example, if you're a plumber you could create a tip sheet on “How to Troubleshoot a Clogged Drain.”
3. Top 10 Industry Trends: Document the 10 latest trends impacting your industry this year. Write a short summary on 10
new industry developments or write what you think will be the 10 biggest changes to your industry during the next year.
4. How-To Guides: Create simple guides for your prospects to download that will help them with a problem. For example,
if you’re selling mortgages, create a guide on picking the right mortgage for you.
5. Checklist: Create a checklist of steps people could take to solve the problem that your product/service solves. For
example, if you’re a moving service, create a packing checklist visitors can download.
6. Common Questions: Write down the 10 or 20 most common questions and create a tip sheet or guide that answers each
question.
7. Product Demo Videos: Create a video that shows off all of your product’s features and benefits. At the end of the video,
give the lead an option to download a product use case document.
8. LinkedIn Question and Answers: Go to LinkedIn Answers and find every question and answer that relates to your
industry. Compile them in an eBook format.
9. Kits of Material: Compile some of your related eBooks, guides, tip sheets and blog articles into a compelling
Downloadable Kit offer.
10. Sales Team Materials: If you have a sales team, ask them what material they send to prospects that convinces them to
convert. Package this material into a toolkit visitors can download.
11. Case Studies: Show off your leading customers and share their successes with future customers. Video record their
testimonials for even more content and to build credibility. Offer the case studies as free downloads.
24. Top Middle Bottom
of the Buying Cycle of the Buying Cycle of the Buying Cycle
Prospect knows there’s a Prospect recognizes a need Prospect seeks solution to
problem that needs to be for a solution like yours their need; ready to buy
solved
• Free whitepapers • Free webinars • Free trials
• Free guides & tip sheets • Case studies • Demos
• Free eBooks • Free sample • Free consultations
• Free checklists • FAQ sheets • Estimates or quotes
• Free videos • Product spec sheets
• Free kits (a combination
of any of the above)
Prepared by FullQuota on behalf of Microsoft
27. Content DOs
1. Focus on your target buyer! Create content that speaks directly to their needs,
wants and desires.
2. Find the right SME (it’s harder than you think). The right SME understands
your market and your buyer. Use the SME to guide your content with value-added
commentary and feedback.
3. Hire a professional writer. While it’s tempting as a marketers to create your own
content — don’t! Hire trained writers who understand how to ask the right
questions, summarize and create the content your target buyers want to read.
4. Know your competition. Who are your biggest competitors? Decide if you’ll use
articles that mention them. What about reviews or market comparisons? Will you
use those?
5. Know your keywords. Use these keywords to guide your content selection.
6. Use the right tools. A curation tool like Trapit will help you more quickly and
easily source content. Look for other tools that can make this process easier and
more successful.
7. Show your unique point of view. You’re an expert. You have an answer for your
buyers’ business challenges. Share it!
8. Write simply and plainly.
9. Stay away from overly technical jargon.
10. Set deadlines, but be flexible. Creating awesome content takes longer than you
think. Set deadlines for SMEs to give you articles, for writers to write them and
then leave yourself some time to review them before you put them online.
28. Content DON’Ts
1. Don’t be boring.
2. Don’t forget about grammar. It matters. A lot!
3. Don’t pick a SME who travels or is just too busy to put time and effort into
the project.
4. Don’t forget to schedule time with your SME each week.
5. Don’t let the SME decide what kind of content to give you. Be clear – you
need at least 5 articles a week on a variety of topics.
6. Don’t just wing it – follow your plan! Set clear expectations with all your key
stakeholders at the beginning of the process.
7. Don’t use content from the same one or two sources. Mix it up! It’s more
interesting for your readers.
8. Don’t just call your documents “Blog #1” or “Cloud Blog #4.” Set up a
naming convention that is straightforward and easy for everyone to understand
and use.
9. Don’t just start the process and then never critique it again. You have to
continually tweak it.
10. Don’t be afraid to try new things. A new headline style or newsletter
category will keep things interesting and fresh.
34. Let’s talk about relevance
Relevance = On-Page SEO
The process of optimizing
your website and your
content around your target
keywords
35. Do #1: Optimize the top SEO elements.
URL(s): Search engines look at URLs as http://www. ERPforConstruction.com
the most important source of
relevance.
Headings: Search engines view H1, H2,
H3 HTML tags as more important than
other text on the page.
Page Title & Description: Page title
and description will show up when they
are listed in search engine results.
36. Do #1: Optimize the top SEO elements.
Image Tags:
All Image Tags need to include short
and simple image descriptions and
links (when appropriate) to external
customer sites.
37. Do #2: Choose a primary keyword for each
page.
1. Start by selecting a few keywords that
are relevant to the content of this
page.
2. Don’t be afraid of keywords with a
lower monthly search volume,
especially when you’re first starting
out.
3. Choose one of these keywords to be
your primary keyword for this page.
38. Do #3: Incorporate your keyword into page
content.
1. Use your primary keyword a few
times throughout the page’s
content.
2. Don’t overthink keyword density
or placement; mention them
naturally.
3. Try to bold the keyword at least
once.
39. Do #4: Create internal links.
1. If you mention the primary keyword
of this page on a second page within
your site, link that keyword on the
second page to this page.
For example, you should link to a
page about inbound marketing
software using the anchor text
“inbound marketing software” on
another website page.
EX: data on the cloud
40. 1. Don’t copy content from other websites and use it on your
own site (Search engines hates this).
2. Don’t build links using unethical means (Search Engines will
penalize your website).
3. Don’t focus on short term results. If it’s quick and easy – it’s
probably bad!
4. Don’t stuff your pages and meta data with keywords (that is
so ‘90s).
5. Don’t syndicate your content across many other sites.
Prepared by FullQuota on behalf of Microsoft
41. Now let’s focus on Authority
Authority = Off-Page SEO
The process of getting other
websites to link back to you.
43. Creating meaningful and
relevant content is the best
way to improve the authority of
your website and content.
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48. 1. Target sites linking to your competitors.
2. Submit your site to relevant directories.
3. Add your site to local search sites.
4. Ask your contacts for a link.
Prepared by FullQuota on behalf of Microsoft
50. Your buyer have changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
51. In fact, your buyer now spends
3x as many minutes
on blogs and
social
networks
as on email.
SOCIAL
NETWORKS/BLOGS ONLINE GAMES EMAIL PORTALS VIDEOS/MOVIES
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
52. 3a Pick the
right
channels.
Prepared by FullQuota on behalf of Microsoft
89. Give Great Directions
Create: ?
• Relevant websites
• Clear calls to action
• Compelling offers
Prepared by FullQuota on behalf of Microsoft
90. Creating clear, relevant websites
Headline
Sub-Headline
Primary CTA
Secondary CTAs
Benefits
Customer Proof
Success Indicators
Features
Content Offer
Example: Avanade ERP for
Construction Micro Website
Prepared by FullQuota on behalf of Microsoft
91. Clear Calls-To-Action
• Offer CTAs that
provide value
• Make them bigger and
bolder
• Consider Color –
Orange, Red, and Pink
• Make the CTA look
clickable.
• Less is more. Keep it
simple and clear
• Test when possible.
Example: Avanade ERP for
Construction Micro Website
Prepared by FullQuota on behalf of Microsoft
92. Compelling offers…
Clear Headline
Description
CTA Form
Example: Avanade ERP for
Construction Micro Website
93. 1 Create AWESOME Content
2 Optimize Content
Let’s
recap 3 Promote Content
4 Give Great Directions
94. Prepared by FullQuota on behalf of Microsoft
Prepared by FullQuota on behalf of Microsoft